Elan

Talk with us

01206 252378

What is brand positioning?

Brand positioning refers to a strategy that places your brand in the minds of your potential and exiting customers. Strategically speaking, to find your existing customers you will need to segment them into groups and push out content that each group is interested in. For example, if you we’re selling a computer, you will need to find the customers that search for ‘computers for sale’ and strategically place your campaigns and ads etc. within those search terms. In turn, this will create recognition around your brand and encourage the wider audience to use or buy your services/products.

Identify target customers

SEGMENT YOUR CUSTOMERS

IDENTIFY YOUR COMPETITORS

SET YOURSELF APART FROM COMPETITORS

USE STRATEGIC BRAND PLACEMENT

brain

How the brain interprets brands and choice!

Rational choice theory, or the interpretation of economic and social behaviour tells us that consumers or buyers are rational individuals who make choices after considering all the available information, costs, benefits and even probabilities. We all use the rational part of our brain, the Neocortex to analyse our choices, but this is only part of the process. Decisions are far from being a mechanical process or SWOT analysis.

We also make emotional decisions that can feel irrational after the event. Where the process gets interesting is the understanding of the decision making. A combination of rational behaviour that is influenced by our emotions and desire. When we are making a choice between two products, two service offerings, or two companies, we are rationalising our decisions whilst being influenced by the presentation of those two offerings. We are most definitely emotionally engaged as well. We all use a subconscious or conscious mental tick box that deciphers choice and our final decisions, all governed by natural human behaviour. Personality traits very much dictate the degree of rationality or emotion we input into making that final decision. 

ARTICLES

Check out our blog

SEO and Google Ads

Maximising Online Visibility: How SEO and Google Ads…

In the ever-evolving landscape of digital marketing, the synergy between SEO (Search Engine Optimisation) and Google Ads has become indispensable…

Google’s Strong Focus on Websites Offering Supportive and…

Lately, Google has placed significant importance on websites that provide supportive and informative content. This shift in priority isn't random;…

Search Engine Optimising

How can I make my website rank higher…

This is a question that has been asked a million and one times all over the world. The ‘golden egg’…

Multimedia Content

How to ensure your website is customer focused…

Enhancing the customer experience on your website involves offering valuable and user-friendly content that caters to your audience's needs and…

Marketing consultancy

The power of microtargeting – are you targeting…

As a marketing consultant of 40 years, it astounds me that businesses are still using aged techniques to target prospective…

Knowledge Base

It's about thinking differently

Simon Sinek is a British/American author, motivational speaker, and marketing consultant.

Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world.

With humor and persistence, filmmaker Morgan Spurlock dives into the hidden but influential world of brand marketing on his quest to make a completely sponsored film about sponsorship.